Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India

Mohd Shuaib Siddiqui,Anoop Krishna Saxena,Urooj Ahmad Siddiqui,Jaziba Haroon Siddiqui,Mohammed Arshad Khan,Ibrahim Ghazi Alkandi

doi:10.3390/jtaer16040057

Abstract

The aim of this study is to identify the factors affecting the credibility of electronic word-of-mouth (eWOM) stimulation through Social Networking Sites (SNSs) through an empirical model providing both theoretical understandings and practical implications. The proposed framework explicates the consumer’s use of SNSs as a tool for information sharing and its effect on brand image and online purchase intentions. The consumer survey was done through a structured questionnaire developed in accordance with the literature. Data was collected from 256 respondents, using both offline and online modes from 4 different cities of India. Structural Equation Modeling was employed to estimate the proposed model and determine the antecedents of consumer eWOM credibility and in turn its effect on brand image leading to consumer purchase intentions. The results show SNS activities play a significant role in creating eWOM credibility, which leads to shaping the brand image and purchase intentions. The findings would help companies to create a positive brand image to enhance their purchase intentions through eWOM aroused via SNSs.

Highlights

IntroductionPublisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations
The aim of the current study is to examine the impact of electronic word-of-mouth (eWOM) on brand image and consumer buying behavior in the Indian context, the data was collected from multiple cities (Lucknow, Delhi, Mumbai and Sitapur), including females and males from the age groups of less than 25 to more than 45 years
The average squared correlations of each construct with other constructs were calculated; Fornell and Larcker [79] suggest that average variance extracted (AVE) of each construct should be greater than the average squared correlation of the construct, as observed and shown in the above, and the results shown in Figure 2 show the correlation among the latent variables along with the factor loading

Summary

Introduction

Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. Communication through word-of-mouth usually plays a vital role in effecting and shaping consumer attitudes and behavior intentions [1,2].But today with the help of social media, messages can be sent across the globe within seconds without a delay. Social media has become a platform of communication and acquaintance for community. Social media on a common rostrum brings together two members for example clients and web distributers where these people associate and trade data [3]. While Evans [4] characterized social media as a medium of communication where individuals of similar personalities interface and associate with one another to share their background

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Conclusion